Key Determinants and Consequences of Brand Citizenship Behavior

Today's competitive conditions governing the banking industry have led banks to use new tools to maintain and enhance their competitive advantage. In this regard, brands and employee behaviors are among the most critical factors in creating a competitive advantage. Meanwhile, service organizations such as banks have realized the importance of these factors in increasing competitive advantages. This study aims to provide a model of the critical determinants and consequences of brand citizenship behavior. Brand Citizenship Behavior (BCB) is among the concepts that seek to find ways to improve a brand's position in the market, and it is defined as the voluntary behaviors of employees to achieve the goals of the organization's brand. This research's statistical population is Day Bank employees in Tehran, of which 253 were selected as samples using the Cochran formula and the cluster random sampling method. The data were collected using a standard questionnaire. In order to determine validity, structural, convergent, and divergent methods were used. Cronbach's alpha coefficient and composite reliability were used to investigate the reliability. Using Smart-PLS software, data analysis, and hypothesis testing were done through structural equation modeling. The results indicate that internal brand management significantly affects brand citizenship behavior. Brand citizenship behavior significantly affects brand strength, commitment, and pride. The mediating role of brand citizenship behavior in the relationship between internal brand management and brand strength was also confirmed. However, its mediating role in the relationship between internal brand management and brand commitment and the relationship between internal brand management and brand pride was not confirmed.